INVESTIGATING THE ROLE OF UTAUT2 IN THE USER SATISFACTION AND CONTINUED USAGE OF MOBILE FITNESS APPS: EVIDENCES FROM INDIA

This study examines mobile fitness app (MFA) adoption and use using the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2). CB-SEM analysis of 445 respondents through IBM- AMOS was conducted. UTAUT2 constructs were examined including, consumer satisfaction, e- loyalty, and mobile fitness app reuse. Also, the roles of socio-demographic factors as control variables were examined. The results indicated that UTAUT2 significantly influenced user perception of MFAs. UTAUT2 constructs increased user satisfaction. User satisfaction positively and significantly influenced e-loyalty and app reuse. The study also suggests future research on UTAUT2's role on MFAs. The study highlights UTAUT2 by revealing the constructs that influence MFA adoption, and selected consequences. Keywords: Mobile fitness apps, technology adoption, UTAUT2, user satisfaction, customer loyalty, continued intention to use.